New Marketing for Beaujolais: It’s All About the Crus

Earlier this year, in DrinksBusiness, writer Andrew Catchpole referred to a renewed campaign by Inter Beaujolais, the official wine-regulating body of the region, to improve the recognition and appreciation of Beaujolais wines. In summary, Inter Beaujolais suggested three tactics: adding the gamay variety to the label, adding the Beaujolais regional designation to the all Cru bottlings, and encouraging aging of selected prestige bottlings.